social marketing integration: all marketing is social

Social Media Integration:

All Marketing is Social

Tim Peter www.timpeter.com

2+ million search queries

Source: Intel Source: Intel

204,000,000 e-mails sent

Source: Intel Source: Intel

120+ reviews

30 hours of video uploaded

Source: Intel Source: Intel

100,000 tweets

Source: Intel Source: Intel

208,000 photo uploads

Source: Intel Source: Intel

Key Questions Driving Social Integration

•  How many social networks are there?

•  How many do you have to account for in your business?

•  What is the world’s largest social network?

Fact: Facebook is the world’s 2nd largest social

network Social Network Users (MAU unless otherwise noted)

Facebook 1,320,000,000

YouTube 1,000,000,000

Qzone (QQ) 599,000,000

Sina Weibo 500,000,000+

WhatsApp 500,000,000 (users)

Google+ 343,000,000

LinkedIn 300,000,000 (members)

Twitter 255,000,000

VK 230,000,000 (registered accounts)

Instagram 200,000,000

Facebook Messenger 200,000,000

Tumblr 196,000,000 (blogs)

Source: http://therealtimereport.com/2014/07/25/social-networking-stats-facebook-tops-1-32-billion-monthly-active-users-rltm-scoreboard/

Fact: Google is likely bigger than you think… though still

smaller than Facebook Social  Network   Users  (MAU  unless  otherwise  noted)  

Facebook   1,320,000,000  

YouTube   1,000,000,000  

Qzone  (QQ)   599,000,000  

Sina  Weibo   500,000,000+  

WhatsApp   500,000,000  (users)  

Google+   343,000,000  

LinkedIn   300,000,000  (members)  

TwiKer   255,000,000    

VK   230,000,000  (registered  accounts)  

Instagram   200,000,000  

Facebook  Messenger   200,000,000    

Tumblr   196,000,000  (blogs)  

Source: http://therealtimereport.com/2014/07/25/social-networking-stats-facebook-tops-1-32-billion-monthly-active-users-rltm-scoreboard/

Myth: Facebook is the world’s 2nd

largest country Country   Popula<on  

China   1,368,000,000  

Facebook   1,320,000,000  (Monthly  AcSve  Users)  

India   1,263,000,000  

United  States   319,174,000  

Indonesia   252,165,000  

Brazil   203,514,000  

Source: Wikipedia

Facebook is more like a continent

United States:151.8M India:

108.9M

Brazil:70.5M

Indonesia:60.3M

Mexico:40.4M

Source: http://www.statista.com/statistics/268136/top-15-countries-based-on-number-of-facebook-users/

Fact: Something larger than Facebook exists Social  Network   Users  (MAU  unless  otherwise  noted)  

Facebook   1,320,000,000  

YouTube   1,000,000,000  

Qzone  (QQ)   599,000,000  

Sina  Weibo   500,000,000+  

WhatsApp   500,000,000  (users)  

Google+   343,000,000  

LinkedIn   300,000,000  (members)  

TwiKer   255,000,000    

VK   230,000,000  (registered  accounts)  

Instagram   200,000,000  

Facebook  Messenger   200,000,000    

Tumblr   196,000,000  (blogs)  

Source: http://therealtimereport.com/2014/07/25/social-networking-stats-facebook-tops-1-32-billion-monthly-active-users-rltm-scoreboard/

The 4 P’s of marketing

The typical use for social marketing

The (so-called) “Holy Grail” of

social marketing

The fallen star of social marketing

The (sadly often) overlooked

component of social marketing

Promotion •  Brand pages on social

channels

•  Corporate blogs

•  Promoted posts

•  Contests & giveaways

•  And on and on and on and on…

Place •  Facebook apps (shopping

carts, booking engines, etc.)

•  Pinterest Rich Pins and

Promoted Pins

•  New Twitter “Buy” button

Price •  Group buying sites

–  Groupon

–  LivingSocial

–  Scoutmob

–  Gilt Groupe

–  BuyWithMe

–  Ideel (owned by Groupon)

–  Vegan Cuts

–  And so on…

Product •  Crowdsourcing

–  Kickstarter

–  Quirky

–  IndieGoGo

•  Defined social products

–  Instagram

–  Venmo

–  Waze

•  Operations side of ratings and

reviews

So… why don’t the 4 P’s play well with

one another more often?

=

= Social is people

Example objectives •  Raise your brand’s profile

•  Increase positive reviews

•  Improve search positioning

•  Increase email subscribers

•  Generate leads

•  Increase sales volume

•  Improve customer service

•  Reduce cost of customer service

•  Reduce cost of customer

acquisition

•  Improve profitability

© 2014 Tim Peter & Associates, LLC

We’re all publishers now

Who?  • Who  are  you  talking  to?  

What?  • What  are  they  trying  to  do?  

Where/when?  

• Where  and  when  will  they  see  your  message?  

Why?  • Why  should  they  care  about  you?  

How?  

• How  can  you  encourage  them  to  parScipate  in  the  creaSon  and  curaSon  of  your  posiSve  brand  story?  

Heart Head

Fast

Slow

Impulsive

& Enthusiastic Dominant

& Ambitious

Analytical

& Organized

Reliable

& Predictable

Am I going to be

satisfied when using

your product/service?

Why should I buy

from you?

Content is King

• Cut through the clutter

• Create content that is:

– Snackable

– Sharable

– Sharp

© 2014 Tim Peter & Associates, LLC

Which types of content work for social? •  Blog posts

•  Articles

•  White papers/ebooks

•  Case studies

•  Press releases

•  Videos

•  Images

•  Community management/

message boards

•  Polls/proprietary research

•  Newsletters (Electronic/print)

•  Advertorials

•  Events

–  In person

–  Virtual events

•  Slideware/presentations

•  Product demos

Coordinate messages across channels with structured content calendar

Winter Spring Summer Fall

Leisure Romantic getaways/Valentine’s Day Spring festivals Bank holiday/beach

getaways Home tours

Leisure Group

New Year’s Eve Fall festivals Home tours

Wedding Wedding planning Meet your caterer Plan ahead for next summer

“Engagement season”

Corporate Annual meetings Golf tournament Corporate strategy planning meetings

Snackable

Sharp

Shareable

© 2014 Tim Peter & Associates, LLC

Images sell

Visuals dominate the social web Social Network Users (MAU unless otherwise noted)

Facebook 1,320,000,000

YouTube 1,000,000,000

Qzone (QQ) 599,000,000

Sina Weibo 500,000,000+

WhatsApp 500,000,000 (users)

Google+ 343,000,000

LinkedIn 300,000,000 (members)

Twitter 255,000,000

VK 230,000,000 (registered accounts)

Instagram 200,000,000

Facebook Messenger 200,000,000

Tumblr 196,000,000 (blogs)

Source: http://therealtimereport.com/2014/07/25/social-networking-stats-facebook-tops-1-32-billion-monthly-active-users-rltm-scoreboard/

Overall visual trends online •  Images getting bigger, bolder, brighter

•  More lifestyle oriented

•  You can’t make images too big –  Think “retina-quality” displays on mobile and tablet (and now desktops)

•  Sharing built in

•  Less text, more images above the fold –  Use of SEO schemas to provide search benefit without large blocks of text at

top of page

Incorporate sharing throughout the

process

Media and advertising too

Not limited to B2C

Context is Queen •  Evaluate and segment

customer behaviors by

context

•  Observe, measure, and

learn your customer’s pain

points in each

•  Improve by aligning social

experience with context

© 2014 Tim Peter & Associates, LLC

Mobiles   Wearables   Usables   Invisibles  

© 2014 Tim Peter & Associates, LLC

Source: http://blogs.cisco.com/news/cisco-connections-counter/

•  Almost 13.4 billion Internet-connected

devices in the world

•  Roughly 2 Internet-connected devices

for every man, woman, and child on

the planet

57

• 44% of all cell users

• 40% of those 35-44

• 50% of smartphone owners

• 60% of those 18-34

More people own mobile phones than own

toothbrushes

© 2014 Tim Peter & Associates, LLC

Tailor message to the medium

Remember the mobile/social

connection

Email client data courtesy of http://emailclientmarketshare.com/ (September, 2014)

According to Yesmail, more

than half of all consumers only

read email on mobile

Whole Foods sourcing in-store displays

with Instagram feed from local farms

The age of the selfie… your customers

are publishers too

Use it to your advantage: The Instagram-able Moment

Cosmopolitan Hotel, Las Vegas

Photo source: fabhousewife.com

Nordstrom’s makes Pinterest physical

Think about channels holistically

But you must respect your customers

as individuals •  Is the information you’re

collecting relevant to your customers’ needs?

•  If content is king and

context is queen, data is the crown jewels

•  Treat it like your business depends on it

Which relationship do you want with

your customers? Are you looking for a fling? Or a fairy-tale romance?

•  According to Ernst & Young, only 25% of American consumers say brands influence their purchase

decision •  Just 12 months later, nearly half of

those who claimed to be “highly brand loyal” weren’t (NPD)

•  80% of customers check reviews before purchasing (NPD)

Positioning •  Own who you are

•  Position individual product around

core messages

•  Reflect core messages in all content

and communications

–  Web

–  Social

–  Email

–  Print

–  Display

–  Broadcast

–  Outdoor

Wouldn’t it be great if we knew what

customers thought of our businesses?

Customer service leads to deep

brand experiences…

Often moves negative conversations

off public space

And grow your brand in amazing ways

Use customer chatter to improve

products/services

Key Takeaways •  Content is king

–  Use snackable, sharable, and sharp content to attract interest and action

•  Context is queen –  Help your customers meet their

needs where they are, not just on which device

•  Answer the key questions

–  Who, what, where/when, why and how

Your social media integration strategy

•  Starts with your customer

•  Declares objectives

•  Outlines strategies

•  Defines success

measures

•  And only then selects

actions

Thank You Web: timpeter.com

Phone: 201-305-0055

Email: tim@timpeter.com

Twitter: twitter.com/tcpeter

© 2014 Tim Peter & Associates, LLC